By Jonathan Baker Could Threads—the text-based app from Meta—become the next big thing in advertising via social media? A series of current events, complemented by increased popularity of this app, may make this possibility an actuality. A Brief History of Threads Launched in the summer of 2023, Threads was Meta’s answer (or challenger) to Twitter (now ‘X’). The initial appeal was the ease with which disgruntled Twitter users could register and transfer personal details, followers, and other data to Threads. Marketers who were equally frustrated by Twitter sought an alternate social media platform for brand promotion. Back in 2023, these marketers hoped that Threads might be a viable option. Their hopes may come true… Reasons Behind Meta’s Masterplan Fast forward to the end of April 2025. As reported in Reuters, Meta plans to expand advertising capabilities on Threads. This decision is due to rising concerns over the tariff situation and its impact on revenue of brand promotion. As powerful as Meta is, Reuters cites a prediction from research institute MoffettNathanson LLC, which states the current economic upheavals could result in a loss of $7 billion for the conglomerate. As Meta relies primarily on advertising to earn revenue, it is no wonder that Mark Zuckerberg and company are looking to Threads as an added source of income. Marketers share Meta’s concerns. In addition to how tariffs will affect branding, however, there are worries about the fate of another social media platform… The TikTok Dilemma The decision as to whether TikTok will either remain or removed from the United States is “ticking away” until June. This suspense is killing marketers, who are looking for backup social media venues to promote the brands of their clients. Could Threads be that backup? Very possibly, thanks to its growing user base. Threads is Thriving Upon its launch 2023, millions of social media users downloaded Threads within a matter of days. Today, there are 320 million monthly users. This figure translates into a considerable number of potential customers. Currently, the advertising model of Threads is still in “test mode.” Meta’s plan is to gradually roll out ads on the app to select markets and increase exposure to others over time. Time will tell as to whether this app will succeed as an advertising tool. (With 320 million users, the chances for success are strong.) Takeaway There have been recent changes and developments that may be signs to new and diverse methods of social media marketing. Several months ago, possibilities of how Blue Sky could promote brand messaging were under consideration. Threads has gone beyond the consideration stage to actual execution. Here’s hoping this relatively new member of the Meta dynasty provides a strong tie to marketing on social media. The EGC Group continues to stay in the know about the latest happenings in social media marketing. If you have questions or want to give your brand’s presence on one or more platforms, give us a call. Let’s socialize about how we can promote your brand.
